- Frank West
Etsy's product design principles presented by Cap Watkins (@cap) at HybridConf 2013. Cap discussed the principles of product design and gave some great insight into the inner workings of Etsy's design team. Here's what I learned from his talk.
- At Etsy everyone is encouraged to work in every team for a period of time, you earn badges over 10 years to symbolise which teams you have worked with.
- Adding a feedback tab to the Etsy product page increased conversion rate by 2%. Most people didn't even click it.
- Trust the data and use it to measure design changes.
- Etsy's mobile traffic is growing quickly, soon it will reach 50% of all traffic.
Principles of product design
Be a product designer
- Design should be involved in the whole process, we shouldn't stop design when we start development.
- Design is the why, it explains why we are doing something.
- Write out all of the problems and tenets before you start any design work.
- Ask questions throughout the process.
- Are we solving the right problem?
- Does this still make sense?
- Designers have an advantage as they need to work across the whole product.
- Talk to every designer ever involved in the work, don't make assumptions for them.
- Share design processes, be transparent with the team.
- Ask peers for feedback on everything, post your work on internal message boards and gather responses.
- Always assume the first attempt will fail.
- Plan to fail.
- Keep iterating and eventually it will be great.
- Perfection is a pursuit.
- It took Etsy 6 months and 20 full iterations to get their new product page right.
All things are subject to change
- Your team will change size and processes will no longer work.
- If it doesn't work then try something else.
- If it does work, then try something else when it breaks.
- Nothing is permanent.